Italian cinema is a fundamental instrument of soft
power, capable of shaping the global imagination and promoting the country's
culture, values, and lifestyle through the power of storytelling. From the
postwar period to the present day, the silver screen has projected Italian
identity far beyond national borders.
From the Origins to Postwar Masterpieces
After the Second World War, Neorealism (e.g.,
Rossellini's Rome, Open City, De Sica's Bicycle Thieves) redefined world cinema
and offered the image of a country rising from the ashes of fascism. This era
forged the myth of a passionate, tragic, yet vital Italy. Subsequently, masters
such as Federico Fellini (with La Dolce Vita) and Michelangelo Antonioni
consecrated the elegance, aesthetics, and intellectual complexity of "Made
in Italy," influencing generations of filmmakers worldwide.
The Global Market and Cultural Diplomacy
Today, the Italian film and audiovisual
industry—represented by organizations such as ANICA (National Association of
Film, Audiovisual and Multimedia Industries) —is considered a strategic asset.
Cinema is, in effect, an element of cultural diplomacy:
• Tourism and the economy: Iconic locations,
celebrated in both classic and contemporary cinema, stimulate high-value
experiential (firsthand) tourism (e.g., the landscapes of the Amalfi Coast or
Sicily in films and TV series).
• Exporting Values: Through international festivals
(such as the Venice International Film Festival), Italy projects its ability to
generate beauty, its history, and its social debate, attracting investment and
promoting multilateral dialogue.
For industry insiders, as also promoted by the Soft
Power Club, the audiovisual sector remains one of the most effective levers for
captivating and engaging global public opinion, transforming the perception of
Italianness into a prestigious and desirable brand.
Italian cinema functions as a cornerstone of the
country's public diplomacy, utilizing its historical prestige and modern allure
to project "Made in Italy" soft power globally. State-backed
initiatives and the global network of Italian Cultural Institutes actively
promote national identity, aesthetic heritage, and socio-political values to
foreign audiences.
The integration of filmmaking and international
relations operates through several key channels:
- Institutional
Promotion: The Italian Ministry of Foreign Affairs (MAECI), alongside the
Ministry of Culture, leverages state archives and institutions to
distribute and exhibit Italian films worldwide. The Directorate General for Cultural Relations Abroad
curates historical and modern cinematic artifacts to reinforce foreign
policy and intercultural dialogue.
- Network
of Cultural Institutes: Italian Cultural Institutes (IIC) globally serve
as the primary hubs for diplomatic film screenings, retrospectives, and
industry panels. These events highlight Italian realist traditions and
contemporary storytelling to foster international collaboration and mutual
cultural understanding.
- Co-production
Treaties: The Italian government facilitates cross-border cinematic
partnerships through formal international agreements (such as the 1993
film co-production treaty with Australia) to merge artistic resources and
deepen geopolitical ties.
- Global
Festivals and Showcases: Italian embassies utilize prestigious
international venues to anchor their diplomatic programming. For instance,
diplomatic missions host official delegations and showcase acclaimed works
at events like the European Film Festival in Singapore to elevate Italy’s
cultural profile on the world stage
Italy strategically wields cinema as a vital soft
power tool to project its heritage, values, and contemporary creativity abroad.
The Ministry of Foreign Affairs (MAECI) partners with institutions like Cinecittà and the
global network of Italian Cultural Institutes to host festivals,
retrospectives, and immersive events worldwide.
Italy's film-focused diplomacy operates through
several core pillars and institutional channels:
Institutional Framework and Initiatives
- Fare
Cinema: An annual global festival dedicated to showcasing Italian film and
the professions behind the camera. Embassies and Consulates worldwide use
this framework to host screenings, masterclasses, and Q&As with
Italian directors and actors.
- The
Grand Tour: A celebrated initiative where Italian diplomatic missions host
thematic cinema events highlighting specific regions and contemporary
filmmaking. For instance, embassies transform into "Casa
Italia," screening films that act as visual journeys across locales
like Naples and Rome to build global networks.
- Farnesina
Archive: The Ministry of Foreign Affairs maintains a specialized
Cinematographic Archive documenting the decades-long export of Italian
film, which remains highly prized for its historical impact.
Strategic Goals and Themes
- Showcasing
Cultural Continuity: The diplomatic strategy often bridges Italy’s
legendary cinematic past (such as Neorealism and figures like Federico
Fellini) with modern, socially conscious, and innovative works.
- Promoting
Tourism and Territory: Screenings are paired with localized promotion of
Italy's landscapes, food, and lifestyle, translating the cinematic
experience into economic and cultural interest.
- International
Co-production: Through partnerships with global institutions—such as the
Academy Museum of Motion Pictures in Los Angeles—Italy fosters deep
creative ties, recognizing film as a key driver for both economic impact
and cross-border innovation.
- Italian
Cinema in the documents of the Diplomatic Historical ...
The Cinematographic Archive of the Directorate General
for Cultural Relations Abroad (DGRC) is housed within the Diplomatic Historical
Archive
Fare Cinema
è una rassegna tematica promossa dal Ministero degli Affari Esteri e della
Cooperazione Internazionale (MAECI), nata per valorizzare e promuovere il
cinema italiano di qualità e l'industria cinematografica del Paese all'estero.
Il progetto si articola in una serie di iniziative
organizzate dalla rete delle Ambasciate, dei Consolati e degli Istituti
Italiani di Cultura in tutto il mondo. Prevede solitamente la proiezione di
film, documentari e cortometraggi, oltre a incontri, masterclass e
retrospettive volti a far conoscere non solo le opere ma anche tutti i
"mestieri" che si celano dietro la realizzazione di un'opera
audiovisiva.
L'iniziativa si avvale della collaborazione del
Ministero della Cultura (MiC) e di importanti partner istituzionali e di
settore, tra cui ANICA, ICE (Agenzia per la promozione all'estero e
l'internazionalizzazione delle imprese italiane) e Istituto Luce-Cinecittà
https://www.esteri.it/it/sala_stampa/archivionotizie/tag/fare-cinema/
https://iicbuenosaires.esteri.it/it/gli_eventi/calendario/fare-cinema-2026-short-film-day-2/
https://www.esteri.it/it/sala_stampa/archivionotizie/tag/fare-cinema/
Italian Screens
è il progetto di punta del Ministero
degli Affari Esteri e della Cooperazione Internazionale nato per promuovere
il cinema italiano contemporaneo nel mondo.
L'iniziativa porta le migliori produzioni
cinematografiche nazionali in vari Paesi attraverso rassegne e anteprime
esclusive. Il programma è realizzato in collaborazione con il Ministero della Cultura, Cinecittà
e l'Accademia del Cinema Italiano – Premi David di Donatello.
Oltre a valorizzare la cultura, lo scopo è attrarre
produzioni straniere in Italia promuovendo gli incentivi statali come il tax
credit e i fondi per le coproduzioni.
https://iiclondra.esteri.it/en/gli_eventi/calendario/cinema-made-in-italy-2026/
https://iicseoul.esteri.it/it/gli_eventi/calendario/fare-cinema-2026-roma-citta-aperta/
https://iicseoul.esteri.it/it/gli_eventi/calendario/fare-cinema-2026-the-italian-movie-industry/
https://iicdakar.esteri.it/it/gli_eventi/calendario/italian-screens-2026/
Thus Italian cinema serves as a key feature of the
country's cultural diplomacy. By leveraging its globally recognized cinematic
heritage and offering robust production incentives, Italy projects its soft
power, fosters international partnerships, and promotes its national identity
to global audiences.
The systematic use of Italian films abroad is
coordinated by the Ministry of Foreign Affairs and International Cooperation
(MAECI). The diplomatic strategy operates on several key pillars:
- Italian
Cultural Institutes (IICs): The global network of IICs (with major hubs in
cities like London, New York, and Sydney) frequently hosts screenings,
retrospectives, and filmmaker Q&As. These events act as vital
touchpoints for local audiences to engage with Italian arts and
sociopolitical realities.
- The
Farnesina Archives: The Ministry maintains a specific Cinematographic
Archive within its Diplomatic Historical Archive in Rome, which documents
and supports the global distribution of Italian movies.
- Targeted
Showcase Events: Embassies worldwide utilize curated film series to anchor
broader diplomatic initiatives. For instance, events like "Ciak si
gira. The Grand Tour of Italian Cinema" serve as the grand finale for
regional outreach and bilateral promotion campaigns.
- Attracting
International Production: Italy actively uses economic diplomacy to bring
global productions to its shores. The country offers a highly competitive
40% tax rebate on eligible audiovisual production expenditures, drawing
foreign studios while boosting the domestic industry and local economies.
Through these interconnected efforts, Italy ensures
that its cinematic arts remain a primary medium for cross-cultural dialogue and
public diplomacy.
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